Today's SEM and SEO are more complex and interesting than ever. Thanks to mobile, voice-based and image-based searches, the barriers between organic and paid results are blurring. If you want to adapt to the new times, stop thinking of SEO and SEM as watertight categories and consider doing search marketing based on what users really want . We'll tell you how.
Search Marketing
From SEO and SEM to Search Marketing
Often, marketers think of SEO and SEM as completely different techniques. It is common for the strategies to be independent and even for them to be carried out by different teams that barely communicate north korea email list each other. But the truth is that when a user performs a search, they generally do not pay attention to whether a result is organic or paid; they will simply click on the one that best answers their question.
So, it's time to think about search marketing as a whole. Start by putting these tips into practice:
Conduct collaborative keyword research . Use tools like AdWords Keyword Tool or SEMRush to find the keywords that best align with your goals and drive the most searches each month. Then, think about which ones make the most sense to use in your ad campaigns and which ones you'd rather rank for organically. Generally, the further down the funnel they are, the more suitable they are for SEM.
Analyze the metrics as a whole .
For example, if you sync Google AdWords with Analytics, you can combine ad information (CTR, clicks, cost, etc.) with the behavior of these users during the visit (page views, bounce rate, conversions, etc.). In this way, it will be much easier to identify the KPIs and see if your objectives are being met. You will also be able to more easily see the "holes" where you are not positioning with your search marketing strategy and fill any gaps.
Work as a team . In medium and large companies,
it is normal to have several people in charge of both SEO and SEM. If it is not possible to combine them in a single team, they should at least have regular meetings to communicate progress, take note of mutual influences and work on a joint strategy.
